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T-Mobile and Sony Ericsson announce marketing partnership combining ‘electronic beats’ activities with launch of new D750i camera phone


n        Summer full of ‘electronic beats’ music festivals and activities throughout Europe

n        Star-studded VIP Party at the ‘Casa Relax’ in Ibiza

n        New Sony Ericsson D750i phone exclusive to T-Mobile

London, UK, May 19th 2005:  T-Mobile and Sony Ericsson today announce a marketing partnership that incorporates a summer filled with music festivals throughout Europe and events such as a VIP party at the ‘Casa Relax’ in Ibiza, all in conjunction with T-Mobile’s ‘electronic beats’ music and lifestyle concept and the launch of the Sony Ericsson D750i camera phone.

This new marketing partnership builds on the relationship between Sony Ericsson and ‘electronic beats’ that began in 2004 with joint activities such as involvement with the Cocoon Club in Ibiza and other phone promotions. The similar brand values, image and target audiences shared by the two brands make the partnership a good fit for both and is the rationale behind strengthening the relationship in 2005.

Activities this year will kick-off with the first ‘electronic beats’ music festival in Cologne, Germany on June 13th, and will stretch throughout the summer to include additional music festivals in Edinburgh, Vienna and Amsterdam as well as a large presence in Ibiza.

In early July, Sony Ericsson and ‘electronic beats’ will host a star-studded VIP party at the ‘Casa Relax’, an exclusive finca in the mountains outside the town of Ibiza. The party will celebrate the launch of the D750i camera phone and will mix celebrities, music and style amongst the infamous image of the Ibiza scene.

‘electronic beats’

‘electronic beats’—Electronic Music, Life & Style by T-Mobile is an overall concept for linking entertainment, communication and technology. The increasing significance of electronic music and the audience and lifestyle connected to it is the primary motivation behind T-Mobile’s support and commitment to the sector.

Since 2001, T-Mobile has initiated a series of ‘electronic beats’ festivals each year along with sponsorships such as Sven Väth’s Cocoon Club in Ibiza. This year sees the launch of the Electronic Beats Magazine, the DVD magazine ‘slices’ and the ‘electronic beats’ Lifestyle Collection, which includes such items as jackets, hoodies and shirts for staying on the edge of style. In Germany, T-Mobile customers can download cool ring tones, Real Tones and wallpapers of all their favourite ‘electronic beats’ artists under t-zones.

Sony Ericsson D750i exclusive to T-Mobile’s European Markets

The new Sony Ericsson D750i is currently the lightest 2 mega pixel camera phone with auto focus and generous memory thanks to its 38MB internal memory and 64 Memory Stick PRO DUO TM. Exclusive to T-Mobile’s European markets, the phone will be in stores at the beginning of June 2005.

The D750i comes equipped with technical features common in stand-alone digital cameras such as auto focus and 4x digital zoom with accessories such as a camera flash. Users can record their own videos, add music and play back on their phone.

In addition to superior pictures, the D750i is also the best phone for short trips and holidays because it offers an MP3 player, FM radio and foreign language translation program in one easy-to-use device, saving room in your suitcase or backpack. The classically sleek design has two faces: a phone side and a camera side with a manually opened lens, which automatically changes the phone display into a viewfinder. The D750i offers Mobile Jukebox through T-Mobile’s t-zones.

Reinhard Plückthun, Vice President Sponsoring, T-Mobile International comments: “For the past four years we have committed ourselves to not only supporting the electronic music genre but also becoming a key influencer within this music community. With the launch of the ‘electronic beats’ print and DVD magazines, Lifestyle Collection and website, we are connecting people and initiating a forum for sharing the latest developments in music, technology and style. We are pleased to join forces with Sony Ericsson this year for what will prove to be another impressive season.”

Luc van Huystee, Vice President, Head of GCU T-Mobile for Sony Ericsson comments: “We are very happy to participate in all ‘electronic beats’ activities as exclusive marketing partner of the program in 2005. The concept of lifestyle, music, technology and trendsetting audience fits perfectly with our Sony Ericsson brand. ‘electronic beats’ offers a unique platform to showcase the superior design, imaging and sound quality of our latest mobile phones. This joint marketing program will set an example of how network operator and handset manufacturer can benefit from each other by working hand in hand.”

‘electronic’ beats Music Festivals:

June 13th – Cologne, Germany
August – Edinburgh, Scotland (date tbc)
September – Vienna, Austria (date tbc)
September – Amsterdam, Netherlands (date tbc)

‘Casa Relax’ VIP Party:
July 13th – VIP Party – Casa Relax, Ibiza

- Ends -

Media Enquiries:

Michelle Kramer, Tel:, +44 (0)7980 983 232, michelle.kramer@t-mobile.net

Schroder+Schombs PR
Christian Wittstadt, Tel:, +49 171 41 75 69 0, christian@s-plus-s.com

Sony Ericsson EMEA (Europe Middle East Africa)
Patricia Wand, Tel:, +49 151 17 42 81 21, patricia.wand@sonyericsson.com

Notes to editors:

About T-Mobile International
T-Mobile International is one of the world’s leading companies in mobile communications. As one of Deutsche Telekom`s three strategic business units, T-Mobile concentrates on the most dynamic markets in Europe and the United States.
By Q1 2005, nearly 80 million customers were served in nine T-Mobile markets (including MobiMak). And all that over a common technology platform based on GSM, the world’s most successful digital wireless standard. This also makes T-Mobile the only mobile communications provider with a seamless transatlantic service.

T-Mobile also is partner of FreeMove, an alliance formed by four of Europe’s leading mobile companies - Orange, Telefónica Móviles, TIM (Telecom Italia Mobile) and T-Mobile – to help their customers communicate as easily while travelling abroad as they do at home.

For more information about T-Mobile International, please visit www.t-mobile.net

About Sony Ericsson
Sony Ericsson Mobile Communications serves the global communications market with innovative and feature-rich mobile phones, accessories, PC-cards and M2M solutions. Established as a joint venture by Ericsson and Sony in 2001, with head quarters in London, the company employs 5,000 people worldwide, including R&D sites in Europe, Japan, China and America. For more information, please visit www.SonyEricsson.com

Any product features, specifications or statements in this document that are not historical facts are forward-looking and involve risks and uncertainties. Actual product features, specifications or forward-looking statements are subject to change.


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